2026 FIFA World Cup Spots

Lay's is launching two major campaigns tied to the 2026 FIFA World Cup, combining global star power with fan-focused activations designed to make the tournament feel more inclusive and social. The brand’s long-running “No Lay’s, No Game” platform returns across 90 markets, while a separate U.S.-focused campaign titled “Bandwagon” aims to welcome newer fans into football culture ahead of the competition’s return to North America.

The global campaign centres on an “Epic Watch Party” featuring football icons Alexia Putellas, Lionel Messi, David Beckham and Thierry Henry alongside Steve Carell. The spot sees the stars surprising shoppers in a supermarket and inviting them to watch matches together, reinforcing the idea that football is best experienced communally. Extending beyond traditional advertising, Lay’s has also launched an interactive WhatsApp watch-party channel featuring reactions, voice notes and behind-the-scenes content from the campaign’s talent.

Meanwhile, the new U.S. campaign “Bandwagon” reframes casual fandom as something celebratory rather than dismissive, encouraging people unfamiliar with the sport to join the World Cup experience without pressure or gatekeeping. Together, the campaigns position Lay’s as a social connector during one of the world’s biggest sporting events, using entertainment, humor and accessibility to bring both diehard supporters and first-time viewers into the same shared moment.